Is nivea deodorant for women profitable to sell on Amazon United States?

The niche generates $1.9M/yr across 37 tracked products. 15 of 15 products launched in the last 360 days are still selling. 90-day search growth is +13.8%. Flapen's verdict: Launch it (63/100).

How competitive is the nivea deodorant for women niche?

8 brands and 178 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in nivea deodorant for women?

Top complaints mined from reviews: Smell, Allergies, Functionality-Overall. The return rate is 0.4%.

When does demand for nivea deodorant for women peak?

Demand peaks in Jul; the busiest month runs 2.1× the quietest.

What does it cost to enter the nivea deodorant for women niche?

Listings span $6.64–$24.77; the average listing price is $14.02 (sweet spot $15–$100). The average incumbent carries 4,810 reviews — the moat a new listing must climb.

nivea deodorant for women

Launch it

A $1.9M/yr market growing +13.8% this quarter with returns at 0.4% — clears our launch bar.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Market size

Great$1.9M

$1.9M/yr · 1.5M searches

Conversion

Great9.4%

search→purchase rate — share of searches ending in a sale

Avg price

Good$14.02

avg listing price — sweet spot $15–$100

Competition

Good46%

top-5 click share — leaders hold, buyers still browse

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Good$6.64–$24.77

cheapest to priciest tracked listing — scored on the share inside $15–$100

Growth

Okay+13.8%

90-day search growth — must beat 0% to launch

Review moat

Bad4,809.57

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad95%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, nivea deodorant for women is a $1.9M/yr Amazon United States market (1.5M searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jul. Verdict: Launch it — 63/100.

Data updated Jul 15, 2026 · scored weekly · How we score niches

nivea deodorant for women market data

Units sold / yr: 100K–125K; avg 3,000–4,000/product
Revenue / yr: $1.4M–$1.8M; units × avg price
Conversion rate: 9.4%
Avg BSR: #254
Page quality: 0%
Prime: 97%
Sponsored: 76%
Out of stock: 4.4%
Avg brand age: 65 months
Avg seller age: 131 days

Competition & brand share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 falling

Sellers

178

Top-5 brand share

95%

Top 20: 98%

Top-5 click share

46%

Top 20: 84%

Open market

NIVEA56%
Dove29%
Truly5%
Secret3%
--2%
Chemist at Play2%
Open — no brand owns it (2 brands, 3%)

Demand & seasonality

Weekly Amazon search volume, last 97 weeks — +13.8% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 2.1×

Open Trend

Top nivea deodorant for women search terms

nivea deodorant for women404K/yr +12.7%7.6% conv.
dove clinical deodorant women160K/yr +19.2%14.5% conv.
desodorante nivea aclaradora de axilas204K/yr -19.0%3.8% conv.
nivea deodorant163K/yr -9.0%3.7% conv.
desodorante aclaradora de axilas92K/yr -8.9%1.9% conv.
brightening deodorant34K/yr +68.9%2.3% conv.
desodorante nivea57K/yr +10.7%3.8% conv.
truly deodorant34K/yr +79.4%6.0% conv.
whitening deodorant for women42K/yr +29.9%3.7% conv.
dove clinical deodorant19K/yr +189.9%9.3% conv.

All search terms

Top nivea deodorant for women products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

NIVEA Extra Bright 8 Super Food Vitamin C Collagen Booster Underarm Roll-On Deodorant Alcohol-Free 72HR Odor Protection Smooth & Bright Skin 50ml 1.69oz Pack of 3

NIVEA$16.374.1★185 rev

Dove Clinical + Care Antiperspirant Deodorant Stick for Women 96H Clinical Strength Sweat & Odor Protection With Nourishing Serum Original Clean with Fresh Scent 1.7 oz

Dove$8.314.6★11,977 rev

Dove Clinical + Care Antiperspirant Deodorant Stick for Women 96H Clinical Strength Sweat & Odor Protection With Nourishing Serum Original Clean with Fresh Scent 2.6 oz

Dove$10.854.7★5,998 rev

NIVEA Extra Bright 8 Super Food Vitamin C Collagen Booster Underarm Roll-On Deodorant Alcohol-Free 72HR Odor Protection Smooth & Bright Skin 50ml 1.69oz Pack of 2

NIVEA$11.824.4★203 rev

NIVEA Anti-Perspirant Deodorant Roll-On Pearl & Beauty 50ml Long-Lasting Freshness Smooth Skin 48H Sweat & Odor Protection Gentle Formula with Pearl Extract Alcohol-Free Deodorant 2-Pack

NIVEA$8.724.6★97 rev

Newest

by launch date

NIVEA Aclarado Tono Natural Efecto Satin Roll-On Deodorant 50ml (1.69 fl oz) 72H Odor Protection Avocado Oil & Vitamin C Smooth Underarm Care USA Version (English Label)

NIVEA$13.4449 rev

3mo ago

Truly Beauty Soft Serve Serum Deodorant | Aluminum-Free AHA Deodorant with Vitamin C & Niacinamide | Brightening Underarm Deodorant for Odor Discoloration & Ingrown Hairs | 1.7 fl oz

Truly$14.6338 rev

4mo ago

NIVEA Anti-Perspirant Deodorant Roll-On Pearl & Beauty 50ml Long-Lasting Freshness Smooth Skin 48H Sweat & Odor Protection Gentle Formula with Pearl Extract Alcohol-Free Deodorant 2-Pack

NIVEA$8.7297 rev

6mo ago

NIVEA Anti-Perspirant Deodorant Roll-On Pearl & Beauty 50ml Long-Lasting Freshness Smooth Skin 48H Sweat & Odor Protection Gentle Formula with Pearl Extract Alcohol-Free Deodorant 6-Pack

NIVEA$17.6949 rev

6mo ago

NIVEA Anti-Perspirant Deodorant Roll-On Pearl & Beauty 50ml Long-Lasting Freshness Smooth Skin 48H Sweat & Odor Protection Gentle Formula with Pearl Extract Alcohol-Free Deodorant 3-Pack

NIVEA$14.5962 rev

7mo ago

What buyers say about nivea deodorant for women

What buyers praise and complain about, mined from review topics.

What buyers love

Smell45%

“clean scent”

Quality-Overall7%

“Excellent product”

Efficiency4%

“Does the job”

Value For Money4%

“Great value”

Moist/Dry3%

“Keeps you dry”

Allergies3%

“No skin irritation”

Soft Feel3%

“my skin silky smooth”

Durability3%

“didnt come broken”

Advertised Vs Actual Product2%

“Does what it says”

Protection1%

“Great protection and smells divine”

What buyers complain about

Smell22%

“Do not like the smell”

Allergies16%

“Skin irritation”

Functionality-Overall8%

“Didnt work”

Value For Money6%

“expensive”

Durability4%

“Didnt last”

Moist/Dry3%

“Takes too long to dry”

Adhesion/Stickiness2%

“I still felt sticky”

Color2%

“STAINED ME CLOTHES YELLOW AND BROWN”

Skin Health2%

“It burned my skin”

Advertised Vs Actual Product2%

“Does not work for me as advertised”

Top return reasons

Smell35%

Advertised Vs Actual Product12%

Functionality-Overall12%

Leak-Proof11%

Defective Material/Parts6%

Product Condition4%

Value For Money3%

Material Quality2%

Size-Overall1%